Kiko Melt

A wordmark with a smile cut into the O, and Loop — a single continuous red stroke that resolves into a bird with powder-blue feet. One drawing does the mascot, the icon and the seal, and it holds in red on cream, cream on red and white on cocoa without being redrawn for any of them.

Six values and a rule for spending them: melt red takes the money and nothing else, cream is the ground, and cocoa does the reading. Butter yellow and powder blue are the brand's room to play without ever becoming the brand.

A box, a bag, a wrap and a cup, then the same mark at three temperatures — cream with a red lid, blue with the wordmark outlined, yellow carrying Loop at full size. Colour does the flavour coding so the cup never needs a label, and the sheet behind it draws every piece flat, down to the tamper strip and the freshness seal.

Three boards, three colours, three decisions — bakery, cookies, drinks — each bilingual with the item and its price on one line. Prices sit at zeros in the artwork; there is no client here to set them, and a made-up number on a menu board is still a made-up number.

The identity at post scale, where most of a local audience meets a cookie brand. Loop does the talking and the brand never has to: he hoards the box, gets caught with the crumbs, runs off with the share box. Half the rail asks the audience something rather than telling them — a poll, a fill-in-the-blank, a confession box — and the Arabic-led lines work as messages before they work as ads.

Six drawings that have to work at 30mm and still read: the iced chocolate, the smile on its own, the filled cookie, a heart with a bite out of it, the takeaway bag, and Loop in a baker's apron. Then the same six on a laptop lid, a bottle and a tote — the parts of a brand a customer chooses to carry, which is harder to earn than a logo on a bag.

Wear the mood: a cap carrying nothing but the smile, a tee that keeps the wordmark small at the chest and gives Loop the whole back, a brown apron for the people baking, a blue tote, yellow socks patterned with the bird. Staff kit and customer merch drawn as one range, because in a shop this size they are seen together or not at all.

The Melt Club: a red card on one side, six empty loops on the other, and a rule simple enough to say at the counter — six loops, one happy treat. The first loop is already stamped, because a card that starts at zero is a card that gets left in the bag.

Visualisations, not photographs — there is no Kiko Melt shop to stand outside. This is the system taken as far as it goes: a cream and red facade under a butter-yellow canopy, a crew in red with Loop across their backs, and the drink the counter is built to sell.

A storefront built on three rules: one red thing per screen, because red takes money and nothing else; never more than three choices at a single decision; and the price always touches the button. Bilingual, baked-to-order rather than stocked — the headline sells the forty-five minutes, not the cookie.